> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Upstack shows more (or fewer) conversions than Meta Ads Manager

> Upstack and Meta count conversions differently — Meta defaults to 7-day click / 1-day view, Upstack to last-touch. Compare 7-day click-only in Meta against Upstack's last-touch model.

**Likely cause:** Upstack and Meta use different attribution models. Meta defaults to **7-day click / 1-day view** attribution, meaning it credits a conversion to an ad if the user clicked within 7 days or viewed within 1 day. Upstack uses a **last-touch** model by default, which credits the most recent touchpoint regardless of platform.

**How to reconcile:**

1. Understand that these are fundamentally different measurements — neither is "wrong."
2. In your Upstack dashboard, go to **Analytics → Attribution** and note which model is active (last-touch, first-touch, or linear).
3. In Meta Ads Manager, click **Columns → Customize** and check the **Attribution setting** at the bottom. Note the click and view windows.
4. Common reasons Upstack shows *more* conversions than Meta:
   * Upstack attributes organic and direct conversions that Meta doesn't claim.
   * Meta's attribution window may have expired for some conversions.
5. Common reasons Upstack shows *fewer* conversions than Meta:
   * Meta uses view-through attribution — Upstack's last-touch model won't credit an ad the user only saw but didn't click.
   * Meta may attribute the same conversion to multiple campaigns (especially with overlapping audiences).
6. For the closest comparison, set Meta to **7-day click only** (disable view-through) and compare with Upstack's last-touch model.

Small discrepancies (5–15%) between platforms are expected and normal. If you're seeing discrepancies greater than 20% consistently, contact support with screenshots and the attribution model configured in each platform.

***

**Still stuck?** Contact [support@upstackdata.com](mailto:support@upstackdata.com) with your Pixel ID and a description of the issue. We typically respond within a few hours.

## Related guides

<CardGroup cols={2}>
  <Card title="Attribution and reporting" icon="chart-pie" href="/concepts/attribution-and-reporting">
    Understand how Upstack attributes conversions across marketing touchpoints.
  </Card>

  <Card title="Attribution reporting" icon="chart-bar" href="/analytics/attribution-reporting">
    Explore Upstack's attribution reporting dashboard and multi-touch models.
  </Card>
</CardGroup>